CHINA ON THE PULSE OF BEAUTY - 2021 LOOK AHEAD iBLUE x Re-HUB March 2021 - Webflow
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CHINA ON THE
PULSE OF BEAUTY
2021 LOOK AHEAD
iBLUE x Re-HUB
March 2021
INTRODUCTION |
A FORCE OF BEAUTY | A FLOURISHING MARKET
PART 1 THE OFFER |
CHINA PRIDE | CROSS OVER IP | LIMITED EDITIONS
PART 2 THE CHANNELS |
PRIVATE TRAFFIC | SOCIAL E-COMMERCE | CROSS
BORDER E-COMMERCE
PART 3 THE EXPERIENCE |
LIVESTREAMING | EXPERIENCE 2.0 | SERVICE
UPGRADE
China's cutting-edge make up collection store
OUTRO |
A WORD FROM OUR CEOS
CHINA ON THE PULSE OF BEAUTY
¥549 BN
CHINESE COSMETICS MARKET
SIZE 2023
Beauty has always been a strong new trends and products, and have
cultural force in China. 5,000 years high standards for beauty, partly
ago, people used red dates and rice influenced by countries such as CHINA ON THE PULSE OF BEAUTY
water to be alluring. Today, with the Korea and Japan. They seek not
market size of over ¥300 billion, the only functionality in products, but THE FIRST KEY IS TO WIN
‘Looks Economy’ in China is more also storytelling of brands that fit THE HEART OF DEMANDING
CHINESE CONSUMERS
relevant than ever before. their personality and expectation.
China owns a group of digital-savvy,
sophisticated and curious beauty
consumers. They are hungry for
CHINESE CONSUMERS HAVE
information, always on search for
86% MADE ONLINE PURCHASE AT
LEAST ONCE
CHINA ON THE PULSE OF BEAUTY
BUCKLE UP. HERE WE GO
The dynamic of Chinese beauty Last year’s strategies probably
industry evolves with the blink of an won’t work anymore. Winning in the
eye, thanks to the fast-changing world’s biggest, fastest growing,
consumer landscape, the rise of and extraordinarily lucrative beauty
new digital ecosystems and new market is like dancing on golden
business models. And the Covid-19 quicksand. Move fast or you’ll
pandemic accelerated the entire sink.
transformation.
As we move into 2021, we need to
Moreover, ‘C-beauty’- Chinese born decode the latest trends to seize
beauty brands are challenging the the market, and to make sure that
dominance of international players. we always stay on top of the
To stay relevant, brands need a market.
China-first strategy for China,
about China and with China.
CHINA ON THE PULSE OF BEAUTY
Brand offer dives deeper than merely product
selling. Nowadays, brands integrate product
and experience seamlessly into storytellings CHINA
to build loyalty and create more value for PRIDE
consumers. CROSSOVER
IP LIMITED
Here are the megatrends that brands need to EDITION
comprehend in 2021 in order to provide better
offer:
O N T HE P ULS E O F B EAUT Y
“TARGETING GEN-Z, WHO
REPRESENTS THE RISE OF CHINESE
AESTHETICS AND THE LATEST
DIGITAL TREND.”
O N T HE P ULS E O F B EAUT Y
CHINA PRIDE
——“Where historical heritage meets social media”
Over the past few years, China’s Therefore, they are prouder of their
national pride has kept getting stronger Chinese identity than any other
and will keep growing. C-beauty is generations. And they are absolute
reshaping its image to being the industry digital natives.
innovator and trendsetter. International
brands have started to adopt Chinese So, they have a foot in two worlds. One
elements in their offerings to stay in the new, digital world. Another in the
relevant among a new force of past. And these worlds are colliding.
consumers, Gen-Z. Ancient Chinese heritage is hot right
now (it’s called the ‘Guochao’ trend).
Gen-Z represents the next engine of It’s the heavy historical heritage meets
domestic consumption growth. Raised in social media.
prosperous time of China, they enjoy
GEN-Z: THE COHORT BORN AFTER 1995,
better resources and life.
MAKING UP 15% OF CHINA’S POPULATION
PART 1 | THE OFFER CHINA ON THE PULSE OF BEAUTY
CHINA PRIDE
——“Fuse traditional aesthetics with a modern twist”
To engage this new group of consumers, real China relevancy, weaving the heritage
brands are using Chinese heritage into the brand’s DNA, and ultimately
elements in products and marketing, and creating products and brand images that
”A DEEP CHINESE CULTURE
Gen-Zers are buying—and loving—this way highly resonate with Chinese consumers. UNDERSTANDING IS THE KEY TO
of marketing and these brands and WIN CHINA PRIDE.”
products. They post it on social media, and
the ‘Guochao’ trend has quickly become a
new hype.
For brands to stay on top of the ‘Guochao’
bandwagon, it’s not enough to just include
// Estee Lauder DW Foundation
basic Chinese elements (gold and red // Armani Lip Mestro Liquid
// Rouge Dior Metallic Finish
// Lancôme TIU Foundation
color, zodiac signs, etc.) in their product // Perfect Diary Rouge Slim Lipstick
// Red Earth SNE Foundation
designs. It’s essential to understand the // YSL Le Cushion Encre De Peau RefilL
TOP 3 AND THE OTHERS
cultural pride among Chinese consumers’
mind, as well as dive deep into the
traditional Chinese temperament to gain Tmall Pre-sale Beauty Rank
PART 1 | THE OFFER CHINA ON THE PULSE OF BEAUTY
CHINA PRIDE FLORASIS CASE STUDY
C-beauty brand Florasis (花西子) production process.
launched a high-end makeup set
inspired by the silver-making crafts- The brand teamed up with top lives-
manship of China’s Miao Ethnic treamer Austin Li to explore Miao
Group, one of the largest ethnic minority’s intangible cultural heritage,
minorities in southwest China. The creating buzz on social media
brand integrated traditional elements channels. The campaign’s hashtag
from Miao’s silver jewelry, an important gained more than 69.6 million views on
cultural symbol regarded by Miao as a Weibo in just 1 week. This collection
talisman against evil spirits. Florasis speaks true oriental aesthetics and
also combines the engraving technique represents a successful interpretation
of Miao silver, an intangible cultural of Chinese culture beyond basic
heritage, with the oriental micro-carving elements.
technique, reproducing the silver-
making process in the packaging
¥ 3 BN 69.6M
Florasis GMV 2020 Campaign Views on
Weibo in 1 week
Source: YipitData
CHINA ON THE PULSE OF BEAUTY
CHINA PRIDE
—— Enabling china pride with product and tech innovation
In the past two years, C-beauty brands leveraged
"product capability" as the breakthrough point, brought
creativity and relevant culture to their products to
impress consumers.
In the future, brands have to gain an even deeper
understanding of the young Chinese demographic.
The aim is to create products that not only reflect a
great aesthetic but also make full use of tech
innovation to endow products with new vitality.ON TH E PUL SE OF B EAUTY
“BE BOLD, UNCONVENTIONAL,
AND MORE CREATIVE THAN
ANYBODY ELSE.”PART 1 | THE OFFER CHINA ON THE PULSE OF BEAUTY
CROSSOVER IP
——“Now, it’s an era of mega-collaborations. Luring, appealing, extremely rewarding.”
Another must-have for brands growing industries in the
to gain China relevancy and Crossover IP domain.
win fans in 2021 is through Num. of
buyer
Crossover IP collaboration. It The collab features signature
features two brands, often from aspects of the two parent brands,
different industries, to collabo- aiming to create social buzz,
rate on a new product or consumer excitement, and help
collection. brands tap into target
consumer ‘tribes’. International
Although crossover IP is no brands can leverage deep China Movement Of Cross IP Movement of Cross IP
Product views Consumer Trends Of Cross IP per capita consumption
stranger for Chinese market, it insights from their local partners.
has grown substantially and has
seen a 16% increase in terms of
sales revenue in 2020, a 16%
increase from 2018. And beauty
industry is one of the fastestPART 1 | THE OFFER CHINA ON THE PULSE OF BEAUTY
CROSSOVER IP
——“Bring buzz and excitement through product novelty.”
“Tap into new tribes” The core of Crossover IP is to in China is the collaboration
M.A.C x Honor of Kings create novelty, and it’s essential between food and beauty brands.
for brands to collaborate with This might sound unmatched, but
partners that are bold, it’s exactly this strangeness that
unconventional, yet still carry makes brands stand out in
connections in their DNAs and China’s saturated market.
brand spirits. It’s time to show
“Reignite Excitement”
Lancôme x Emoji some creativity. Another way to Several brands have already
create the sense of urgency is made the move by combining
through launching limited edition. these two popular interests and
have created huge social buzz
“Bond in brand DNAs” A uniqueness about Crossover IP and sales conversion.
Shu Uemura x Onitsuka TigerPART 1 | THE OFFER CHINA ON THE PULSE OF BEAUTY
CROSSOVER IP
JUDYDOLL X CORNETTO CASE STUDY
Hot C-beauty brand Judydoll teamed up dreamy vibe.
with ice-cream brand Cornetto to launch
a crossover IP campaign, building JudyDoll is one of the favorite makeup
around the idea of summer dreams in brands of makeup enthusiasts and daily
summer 2020. makeup users. The brand has garnered
a huge Gen-Z fan base by fully
The two brands launched co-branded leveraging the ‘cute economy’ and an
flavors of ice cream and a makeup affordable price point. The culmination
collection featuring exclusive summer of the popular ice cream brand and the
eyeshadow and highlighter. The color new C-beauty giant has created a
palette of the crossover IP (ice cream frenzy on social media, helping both
and eye shadow) was identical: orange, brands gain exposure in the digital
pink, taro and lilac, with an icy and world.
glittery finish. An adorable unicorn
mascot further fulfilled the collab’sPART 1 | THE OFFER CHINA ON THE PULSE OF BEAUTY
CROSSOVER IP
Gucci x Animal crossing
>> RICHER STORYTELLING
Shu Uemura x Pâtisserie Sadaharu AOKI paris
To highlight the brand characteristics and strengthen the brand
>> HIGHER “FACE SCORE” symbol, crossover IP collaboration pays more and more attention
to the deep and unique emotional setting.
China has stepped into the “FACE SCORE ECONOMY”
from the previous "TRAFFIC IS KING" era. Through the construction of values, and supplemented by story-
based scenes, IP's emotional core directly hits consumers’ pain
Consumers are increasingly in favor of crossover IP with points and creates emotional resonance.
high fashion and design sense. Looking for niche, self-
pampering, and socializing are the new behavior tags.ON TH E PUL SE OF B EAUTY
“FOR BRANDS, LIMITED EDITION IS A
GREAT WAY TO CREATE
EXCITEMENT.”
“FOR CONSUMERS, BUYING LIMITED
EDITION MAKES THEM FEEL
SPECIAL.”PART 1 | THE OFFER CHINA ON THE PULSE OF BEAUTY
LIMITED EDITION
——“Limited-edition products come and go quickly, but the trend-following fans keep the new releases coming.”
The FOMO (Fear Of Missing For brands, this is a great limited holiday collection,
Out) effect is driving Chinese opportunity to create their and so on. Some brands are
consumers’ lavish spending own tribe and increase brand more protective of their
now more than ever, engagement tremendously, brand DNA and do not
especially young demogra- and upgrade brand image. collaborate with others.
phics who are religious But how? The answer is Financial constraint can be
trend-followers. On one through limited edition offers. another reason for brands to
hand, they follow every move choose limited editions in
the brand makes to stay Different from IP collabora- place of IP crossovers. Tmall ‘must haves list’ is one
relevant. On the other hand, tion, limited edition refers to of the ways for Chinese
they want to differentiate a brand’s organic product customers to discover limited
collections of the season.
themselves from generic offering by launching a
buyers. special-packaging product, aON TH E PUL SE OF B EAUTY
LIMITED EDITIONS
——“Leverage E-Commerce festivals for product
launch.”
Limited editions foster newness and
exclusivity, representing a great way of
sustaining customer excitement about the brand.
Products featured in limited collections have
higher scarcity value than products sold year-
round. Cultural and E-Commerce festivals such
as Chinese New Year, Double 11, Valentine’s
Day and others are perfect opportunities for
launching limited editions.
CHINESE NEW YEAR CASEPART 1 | THE OFFER CHINA ON THE PULSE OF BEAUTY
LIMITED EDITIONS
——”It’s going to be more about creating the unique experience around the product.”
In addition to combining consumer insights with product design, creating a
"limited” unique experience is also becoming a must-have.
Creating experiences such as gamification or leveraging high buzz topic will
help in fueling re-transmission, creating another wave of social buzz through
organic user generated content (UGC).
Little Ondine x POP MART BunnyCHINA ON THE PULSE OF BEAUTY
KEY TAKEAWAYS
CHINA PRIDE
❏ Bring to life Chinese heritage to emotionally connect with China’s
many digital tribes, especially those within Gen Z.
❏ The more local and specific, the greater feeling of personalization.
CROSSOVER IP
❏ Unexpected partnerships increase excitement and bring new light
THE OFFER ❏
to products.
Tap new consumer subcultures using deep insights.
LIMITED EDITION
❏ Drum up consumers’ interest in the brand and make them feel
current and relevant
❏ Seize the timing of traditional and E-Commerce festivalsCHINA ON THE PULSE OF BEAUTY
The astounding growth of China’s digital
ecosystem has proved to transform the
business landscape across industries.
Covid-19 has accelerated the pace of digital PRIVATE
revolution. TRAFFIC
SOCIAL E-
New channels have been created and COMMERCE CROSS
evolved into new dynamics for all brands to BORDER E-
expand its influence, reach out to their COMMERCE
target at the right place and the right time,
and convert sales to optimize ROI.ON TH E PUL SE OF B EAUTY
“PRIVATE TRAFFIC ALLOWS
BRAND TO REACH OUT TO
TARGET AUDIENCE IN THE MOST
PRECISE AND COST-EFFICIENT
WAY.”PART 2 | THE CHANNEL CHINA ON THE PULSE OF BEAUTY
PRIVATE TRAFFIC
——”Great tool to increase user stickiness and
retain customer loyalty.”
Private traffic is an upgraded brands greater control over
term of art for platforms that allow brand perception. Brands shape
brands directly engage with their own story, rather than
users and convert into sales. limiting it to whatever third-party
Private traffic helps brands detour E-commerce giants tell them they
PUBLIC PRIVATE
around the public traffic giants
(Tmall, Taobao and JD), around
can do. Private traffic also
creates communities of custo- TRAFFIC TRAFFIC
their hoarding of customer data, mers (micro-tribes). And
and around their commissions. communication with micro-tribes
What’s not to like? is more personal and more
responsive.
Moreover, private traffic givesPART 2 | THE CHANNEL CHINA ON THE PULSE OF BEAUTY
PRIVATE TRAFFIC
——“Leverages KOC for organic post; Chatbots and AI for
personalization.”
While China’s E-commerce still has enterprise account, mini program and
pantheon of beauty KOLs (key opinion video channel, forms a Private Traffic
leader), Private Traffic prioritizes one- Ecosystem.
on-one engagement, giving rise to
micro influencers, or KOCs (key Chatbots and AI help brands manage
opinion consumer). They are the private traffic, while mini programs
evangelists of the brand, and they are provide effective segmentation. WeChat
willing to post product impressions and public account acts as the main input
reviews on social media, generating provider and first touchpoint with target
organic contents that appeal to today’s consumers in Private Traffic.
ever-sophisticated Chinese consumers.
The most relevant Private Traffic in
“Private traffic is best for one-
on-one engagement and
China are Weitao, embedded in brand’s
conversion.”
Tmall store, and WeChat. Brand’s
public WeChat account, together with
Lancôme Official WeiTao Sephora Enterprise AccountPART 2 | THE CHANNEL CHINA ON THE PULSE OF BEAUTY
PRIVATE TRAFFIC PERFECT DIARY CASE STUDY
1
> Lead Traffic Card
2 3
> Enterprise Wechat Account
Operation
> Exclusive benefits on
Wechat Mini Program
4 > Gamification
Leading traffic from Using Enterprise WeChat Account Welcome package, free Enhance the interaction and brand’s
offline to online efficiently for secondary marketing gift for client retention emotional connection with consumerPART 2 | THE CHANNEL CHINA ON THE PULSE OF BEAUTY
PRIVATE TRAFFIC
——Upgrading from "attract traffic" to "build a traffic pool”
Through the matrix of transformation ability. From the
"livestreaming + community + user's digital assets to the cross-
mini program", brands can es- platform and multi-media, it
tablish and operate their private requests long-term refined ope-
traffic pool, which has become a ration.
new lucrative business oppor-
tunity.
The private traffic pool building
is a challenge for brand's digital
ColorKey community and membership points
exchange service on mini programON TH E PUL SE OF B EAUTY “SOCIAL E-COMMERCE HELPS BRAND EXPAND ONLINE REACH, MAKING MARKETING A TWO-WAY COMMUNICATION.”
PART 2 | THE CHANNEL CHINA ON THE PULSE OF BEAUTY
SOCIAL E-COMMERCE
——”Stay close with your target audience, know what they like, and speak their
language.”
China’s E-commerce breaks down ney, leveraging social content in the +67%
into two main categories. Social path to purchase.
Wechat shopping Mini-program YoY
sharing E-commerce, such as PDD growth
(PinDuoDuo), and social content E- Brands leverage social E-commerce
commerce. to expand their online reach and
reach target audience where they
+36%
Social content E-commerce refers to spend the most time on. It’s also a Social content EC is growing
the rise of new platforms based on good way to engage with consu- sharply
social insights. These platforms mers in a personalized way, mak-
support monetization by allowing ing marketing a real two-way com-
external links to E-commerce sites. munication.
Two major players in this realm are Product Community IWOM
(Internet word of mouth)
Douyin and RED and have become Review Sharing
a greatly relevant marketplace for
beauty brands. KOL seeding plays
a crucial role in the consumer jour-PART 2 | THE CHANNEL CHINA ON THE PULSE OF BEAUTY
SOCIAL E-COMMERCE
LITTLE ONDINE CASE STUDY
Little Ondine, C-Beauty brand that went purchase. Therefore, the brand invested
viral on social media in 2020, is the best heavily in vertical beauty accounts by
example for leveraging Douyin as its inviting 3,500+ KOLs and KOCs to post
main social E-commerce and reached seeding content on Douyin, creating an
3,000% sales growth between June and omnipresence of the brand and its
August 2020. hero product, the gel liner, and giving
target audience a sensation that
Price：￥150
Little Ondine’s target segmentation everyone is using it.
focuses on Gen-Z female (age between
18 and 23), who like to try out new
makeup products and use Douyin as
Promote goods sales effort through Douyin live-streaming their main source of research before
Source: mktindex.com
3,000% 3,500 +
sales growth Jun – Aug 2020 KOL & KOC postsPART 2 | THE CHANNEL CHINA ON THE PULSE OF BEAUTY
SOCIAL E-COMMERCE
——“Makes shopping a seamless experience. Watch product
reivew and place order immediately .”
Social sites not only allow external E- Within a year, these social giants have
commerce links. These social platforms become both partners and direct
are also becoming E-commerce competitors of the E-commerce giants
platforms. RED now has RED Malls where and will continue to grow popularities among
you can buy products without leaving the consumers.
platform. Douyin now supports Douyin store.
Shopping is a seamless experience where
you can watch your favorite KOL and buy
“SOCIAL E-
the product they’re talking about imme- COMMERCE
MAKES
diately. SHOPPING
FUN AND
SEAMLESS.”
RED MALL DOUYIN STOREPART 2 | THE CHANNEL CHINA ON THE PULSE OF BEAUTY
SOCIAL E-COMMERCE
——”Refine strategy to attract more audiences, while keep the brand’s tonality.”
In the future, social E-commerce will Therefore, brands need to curate a
still take up a large market share. more refined social E-commerce
Besides, consumers from 3rd and strategy to fulfill different tiers of
4th tier cities have become a new consumers meanwhile maintain the
force of consumption on social E- brand's tonality.
commerce platforms and deserve
special attention.
The huge consumer base and
purchase potential make these
consumers impossible to be
neglected.ON TH E PUL SE OF B EAUTY
“A STEPPINGSTONE TO A FULL E-
COMMERCE, PROVIDING ACCESS
TO MARKET WITH A LOWER COST
OF DOING BUSINESS.”PART 2 | THE CHANNEL CHINA ON THE PULSE OF BEAUTY
CROSS BORDER E-COMMERCE
——”A shortcut to validate, to test the market and to generate
the first buzz among consumers.”
Consumers have been increasingly attracted to CBEC channels,
especially young demographics, thanks to the huge diversity of
5,000 + 73.5% 82.6% 70.1% brands and products. Another competitive edge that differentiates
AVG MONTHLY
INCOME
FEMALE AGEPART 2 | THE CHANNEL CHINA ON THE PULSE OF BEAUTY
CROSS BORDER E-COMMERCE
FENTY BEAUTY CASE STUDY
Before its entry into Sephora in areas of China that
don’t require animal testing, Fenty Beauty utilized
Cross-Border E-Commerce by launching its flagship
store on Tmall Global as a method of an initial
market validation.
The cross-border selling of Fenty Beauty is backed up
by social media buzz on Weibo, WeChat, and Red.
Fenty Beauty takes advantage of cross-borderE -
commerce making Fenty Beauty even more
accessible to its digitally savvy Chinese
consumers whilst staying true to its 100% cruelty-
free commitment.PART 2 | THE CHANNEL CHINA ON THE PULSE OF BEAUTY
CROSS BORDER E-COMMERCE
——”Quickly generates social buzz, together with livestreaming and social media.”
The pandemic limited overseas can help brands upgrade the
travel but boosted overseas E- content ecosystem and increase
shopping consumption. engagement and buzz among
target consumers.
From this time forward, it will be a
good time for overseas brands to Besides, brands should face up to
enter China and they should seize the channel of “Daigou”, coexisting
new opportunities and touch points with them and regard them as one
to reach new consumers. Levera- of the business growth points.
ging marketing tools such as
livestreaming and social mediaCHINA ON THE PULSE OF BEAUTY
KEY TAKEAWAYS
PRIVATE TRAFFIC
❏ Build social relationship to nurture sales while minimizing
depen- dence on 3rd party providers
❏ Consolidate multiple traffic sources to create a true
omnichannel experience
SOCIAL CONTENT E-COMMERCE
THE CHANNEL ❏
❏
A main touchpoint for product discovery and engagement
Leverage the power of KOL, KOC, and consumer insight on
different platforms to create seeding content accordingly
CROSS BORDER E-COMMERCE
❏ An efficient way to validate Chinese market before fully launch
its official sales channel
❏ Bypass lengthy obligatory processes such as registration and
testingCHINA ON THE PULSE OF BEAUTY
In China’s cut-throat beauty market, brand
experiences are just as important as the
product itself. Chinese consumers don’t LIVESTRE
separate products and experiences anymore.
AMING NEW
It’s combined into one — how the brand make BEAUTY
them feel, both tangible and intangible.
RETAIL SERVICE
Second, along the long consumer journey,
they want to experience the brand 360° UPGRADE
before they buy the product.PART 3 | THE EXPERIENCE CHINA ON THE PULSE OF BEAUTY
LIVESTREAMING IN THE NEW ERA
——”A marketing, sales, and entertainment tool all in one.”
Livestreaming first blew up in 2019, creating every day, making livestreaming the fastest-
a new growth opportunity for E-Commerce evolving tool. Popular formats including
sales. Covid-19 has further accelerated the virtual production site visits, webinars,
transformation of livestreaming, making it roundtables, new product debut, or even
more dynamic than ever, and a crucial night gala. Hosts also vary from profession-
touch point to communicate with consumers. al live streamers to celebrities, C-Levels to
create more excitement and newness.
Now, livestreaming in China represents a
marketing, sales, and entertainment tool
all in one. Moreover, it is seen that there is a
shift from sales and transactional focus to
experiential and entertainment focus, which ”LIVESTREAMING IN CHINA
IS A MARKETING, SALES,
consequently leads to a greater conversion. AND ENTERTAINMENT
YSL Beauté CNY pop-up store opening livestream TOOL ALL IN ONE. ”
#IBLUE CASE While KOLs have long been the faces of
livestreaming, new formats are emergingPART 3 | THE EXPERIENCE CHINA ON THE PULSE OF BEAUTY
LIVESTREAMING IN THE NEW ERA
——”Leverage technologies to enable more experience-driven formats.”
Another advantage of live- streaming real-time conversations across
is that it can be done cross-border borders not only increases brand
through the upgrade of technology. awareness, but also creates a new
In this way, overseas brands can experience for consumers.
increase their awareness and push Lancôme
E-symposium
sales thanks to featured discounts Remember, it’s all about the Cross Border
that represent a big drive to purchase EXPERIENCE. Livestreaming
for consumers in China.
Leveraging technology to enable
Green 360° AI
Screen Panorama Host
”LIVE STREAMING E-
COMMERCE AIMS TO #IBLUE
DIGITALLY REPLICATE THE CASE
PURCHASING EXPERIENCE
AT A PHYSICAL STORE.”PART 3 | THE EXPERIENCE CHINA ON THE PULSE OF BEAUTY
LIVESTREAMING IN THE NEW ERA
3CE CASE STUDY
——”It’s all about creating the fun and ultra-interactive experience.”
Interaction is the key to live- Using fun and engaging mechan-
streaming, it’s crucial to keep your ism combined with unique product
audiences engaged all the way till offer was the key to hook audience
the end. and increase conversion.
3CE designed their Double 11 At the same time, diversified guest
livestreaming in the format of hosts can bring excitement and so-
variety show around one site cial buzz.
game: makeup master classes, live
with other brands, lucky fan
Before/After makeup, etc.
3CE D11 LIVESTREAMING 寻妆作乐
# PURSUE THE PLEASURE OF
MAKEUPPART 3 | THE EXPERIENCE CHINA ON THE PULSE OF BEAUTY
LIVESTREAMING IN THE NEW ERA
——”Leverage technology, build emotional bond, and be
creative. That’s how you stand out from your competitors.”
In the future, livestreaming will become the trigger emotional resonance and cultural
infrastructure of brands. “Omni-platform brand relevancy based on brand tonality.
livestreaming + KOL livestreaming + private
traffic precipitation" will become the standard
livestreaming combination for brand.
Different experiences can be provided through
diverse livestreaming formats, combining AR,
VR, and other technologies to jump out of the
mere ”product selling“ mode. Instead, it has to
Lancôme Travel Retail x CDF
Haikou x Team Lab livestreamPART 3 | THE EXPERIENCE CHINA ON THE PULSE OF BEAUTY
NEW BEAUTY RETAIL
——”Creating immersive and fun experience.”
“GEN-Z: DIGITAL NATIVE. WANT EXCITING
AND ENGAGING SHOPPING EXPERINCE.”
Born in digital era, Gen-Z consumers want shopping journeys – especially in perfume
more than the convenience of online product segment, some beauty and
shopping. They want shopping to be fun cosmetics product segments. They want to
and exciting. This is how ‘New Beauty be provided with an opportunity to
Retail’ is born. It integrates online and physically experience product features
offline experience, redefining the such as smell, feel, look.
relationship of consumer, product, and
store. With new beauty retail, purchasing has
evolved from an individual activity to a
Enhancing in-store experiences is social landscape, or even social
equally important to the 360° approach activities.
to brand online experience and added
touchpoints. Customers prefer hands-onPART 3 | THE EXPERIENCE CHINA ON THE PULSE OF BEAUTY
EXPERIENCE 2.0
>> Harmay
>> Lancôme
Young and aspiring consumers
who were seeded on RED and Flagship store in China
want to experience the products features both Oriental and
in a comfortable and aesthetic French design style, providing
space. The Costco style product an immersive shopping
display gives a sense of abun- experience.
dance and cost friendly.PART 3 | THE EXPERIENCE CHINA ON THE PULSE OF BEAUTY
NEW BEAUTY RETAIL
——”Express brand tonality while engage with consumers.”
Driven by the combination of Brands need to measure if
consumer needs, supply chain collaborate with boutique stores
upgrades, and online marketing according to their values and
platforms, a new boutique store tonality.
model has emerged. This new kind
of boutique store features star
products to young customers.
Strategies focus on diverse
categories, good price, and high
purchase volume.
“NEW BEAUTY RETAIL:
BOUTIQUE STORE COMBINED
WITH COSMETICS AND
LIFESTYLEPART 3 | THE EXPERIENCE CHINA ON THE PULSE OF BEAUTY
SERVICE UPGRADE
——”Personalized services backed with big data support.”
”BIG DATA HELPS BRANDS PROVIDE
PERSONALIZED SERVICE TO THEIR
Technology has handed beauty brands collect on backend helps brands develop TARGET CLIENTS.”
operating in China a powerful new tool: segmented and personalized service on
hyper-personalization. Armed with consu- front-end. WeChat messages, video
mer data, bots and AI can help brands product demos and one-to-one consul-
personalize customer service. Touchpoints tations, for example, are making brand
can now be more detailed and targeted. experiences more personal.
The huge amount of client data being
Personalized One-to-One
Chatbot Product Demo ConsultationPART 3 | THE EXPERIENCE
SERVICE UPGRADE
—— INTELLIGENT BEAUTY ERA
Looking ahead, shopping assistance China is a digital culture. Tech-
and beauty assistance training will nological penetration and advance-
continue to evolve, making the ment have made hyperpersona-
“brand offer” feel more personalized. lization happen faster and more
broadly.
This is happening everywhere. But
like all things digital, it’s happening
more frequently in China.CHINA ON THE PULSE OF BEAUTY
KEY TAKEAWAYS
LIVESTREAMING
❏ Livestream everything – Be strategically and tactically creative
❏ Product demonstration as well as branding purpose
NEW BEAUTY RETAIL
THE EXPERIENCE
❏ Combine online and offline (O2O) to create omnichannel
experience
SERVICE UPGRADE
❏ Improving consumer traffic and conversion while getting a
deeper insight into consumer behavior
❏ Leveraging AI and data to give better service/experience to
customers (better know the customers by data tracking)OUTRO A word from our CEOs
CHINA ON THE PULSE OF BEAUTY
Over the last few years, China has proved to be one of, if not the most dynamic and
lucrative markets globally.
Exceling in the fast-growing, ever-evolving Chinese beauty market is a holy grail for
everyone: having the right strategy is not enough, high cultural relevancy is the key.
Looking forward, it’s crucial to embrace the market and consumers with more localized
approach that generates cultural resonance among the digital-natives.
Victor YANG
CEO, IBLUE COMMUNICATIONSCHINA ON THE PULSE OF BEAUTY
China is relentlessly pioneering how to market and sell in the digital age.
Relevance is everything in China, and the pace of change means that staying relevant
requires smarter and faster solutions.
Having the best product or the best advertising is only as good as the amplification you
can apply to these through accessing new audiences, being present on new channels
and delighting with new ways to experience them.
This is the business imperative of winning in China in any category, but especially a
crowded beauty space.
Max PEIRO
CEO, RE-HUBCONTRIBUTORS
FOR THIS REPORT
DANNI LIU
EUROPE MANAGING DIRECTOR
7 YEARS IN CHINA + 4 YEARS IN EUROPE
EX-DIGITAL HEAD OF PIAGET AND CHANEL CHINA
MAX PEIRO
BRAND STRATEGY & COMMUNICATION CHIEF EXECUTIVE OFFICER
LUXURY AND BEAUTY INDUSTRY EXPERT
CHINA DIGITAL MARKETING EXPERT 13 YEARS EXPERIIENCE IN CHINA IN THE CROSSROADS OF
DIGITAL, TECHNOLOGY AND RETAIL. SERIAL ENTREPRENEUR
DIGITAL TRANSFORMATION
SARA XIE STRATEGIC ALIGNMENT
COMUNICATIONS
AI&DATA EXPERT
RE-HUB
ASSOCIATED ACCOUNT DIRECTOR
+8 YEARS RICH EXPERIENCE IN PROJECT MANAGEMENT.
GREAT KNOWLEDGE OF SALES CHANNELS ECOSYSTEM
YOYO LIANG
(RETAIL, WHOLESALE, DS, ECOMMERCE, MARKETPLACE)
CHIEF CLIENT OFFICER
ADVOCACY EXPERT
E-COMMERCE EXPERT +11 YEARS EXPERIENCE IN DIGITAL LUXURY, FASHION
FASHON & BEAUTY INDUSTRY EXPERT
EX-BD HEAD OF CONDE NAST CENTER OF FASHION&DESIGN
IBLUE
LUXURY AND FASHION EXPERT
CHINA DIGITAL ECOSYSTEM
CHENXI SHI NEW GROWTH OPPORTUNITIES
ACCOUNT STRATEGIST
+ 4 YEARS EXPERIENCE IN BRAND CONSULTING AND
INTERNATIONAL PROJECT MANAGEMENT
CONTENT COMMERCE EXPERT
CHINA DIGITAL MARKETING EXPERT
BEAUTY & LIFESTYLE SECTOR EXPERTCONTACT US
Founded in 2013, iBLUE Re-Hub helps global luxury, beauty and
COMMUNICATIONS is the first fashion brands in China to generate new
independent Chinese creative agency. growth opportunities using AI&data
We are china native, with more than 300 solutions.
iBLUERs globally.
COMUNICATIONS
RE-HUB
We help our clients to gain competitive
Our “Modern Silk Road” international advantages in this fast-changing digital
team are dedicated to connect west and ecosystem with agility and efficiency
east, helping multinational brands to gain
success in Chinese market.
IBLUE
www.ibluesh.com www.rehub.tech
sara.xie@ibluebcn.com max@rehub.techYou can also read
